SEO VS PPC: Can You Differentiate?

It is important to know that Search Engine Optimization and Pay Per Click Advertising is 2 different digital marketing method. PPC always comes with an “Ad” icon.

Below is a screenshot of SEO vs PPC

SEO Explained

Search Engine Optimization is a process of optimizing your website to achieve higher ranking on search result which we normally refer as Google.

During the process, a seo consultant or seo agency malaysia (someone like us) would carry out keyword research, technical SEO, onpage optimization and offpage optimization as part of the SEO campaign. SEO is a long term marketing campaign which need time to bear fruits.

Pay Per Click Advertising Explained

According to wikipedia, Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

One of the biggest pay per click network is Google Adwords. During the implementation of PPC campaign, a PPC Consultant would optimize the ads so that advertiser would get the highest number of clicks and CTR with the lowest budget.

Search Engine Optimization

Pay Per Click Advertising

Need time to rank on Google Page #1

79% of searchers prefer organic result

No testing of keywords

No fee on click

Pay to SEO consultant / SEO Agency

Normally cheaper in long run

Able to see immediately ads once approve

30% of searcher will click on ads

Able to test multiple keywords in short period

Pay per click

Pay to advertising network ex Google Adwords and PPC Consultant

Usually higher budget than SEO

Above are a quick comparison of SEO and PPC. To have a better overview of both search marketing method, read our in depth post on SEO vs PPC – Which is better for your business.

The History Of Search Engine

Though we live in the era of Google, Facebook, Youtube, Twitter and Instagram, do you know (still remember) that Google is not the first search engine?

Remember these guys?

Infoseek, AskJeeve, Yahoo, Alta Vista

Winston Churchill once said

“Study history, study history. In history lies all the secrets of statecraft.”

Winston Churchill

By understanding the history and evolution of search engine, you will have better chance to succeed in SEO.

Prehistoric Search Engine

As you can see in the infographic, Search Engine started out as something similar to a directory. Just like what we normally see in Shopping Malls.

Humanization Of Search Engine

As technology advance, it started to cater for Natural Language Search (A search perform in regular spoken language such as English).

Search Engine Algorithm Updates

As the influence of search engine grew, the search engine provider starts to enhance and improvise on search engine algorithm in order to provide searchers the most relevant and accurate search result.

Search Engine In Year 2018 And Beyond

The evolution of search engine algorithm is still ongoing. As a matter of fact, Google Announced RankBrain in 2015. An AI Machine that will help shape Google search ranking factor.

How Does Search Engine Works (2018 Updated)

Step 1: Crawling

It all starts with a spider. Yes a spider! Well, it’s not a Spiderman kind of spider but an automated bot that crawls the world wide web to get all the information it can consume on every single webpage.

SEO Malaysia: The LRT Metaphor

Just imagine the World Wide Web like Malaysia’s network of LRT and MRT. So each webpage would be a station. The spider (web crawler) will move from one station to another (one web page to another) via the the station line (web link just like this).

Once the spider (web crawler) reach a station (webpage), it would gather information such as the station name, station manager name and etc (webpage’s title, meta info, keywords etc). All the data collected will be pass to the search engine database.

How would a Google Spider looks in real life?

Step 2: Indexing

Indexing is a process whereby search engine store the data collected to a humongous database.

Imagine search engine such as Google and Bing as a huge library. A website is equivalent to a book and webpages are just like the pages inside a book. When a Google spider crawl a new website it will store the website’s details to Google Server. From time to time, Google Spider will revisit the website and check if there’s any updates or new pages added. It will then index these information.

# Image Of Google Server

Step 3: Return Search Result

A library is most useful when we are able to look for the book/s we want. Same holds true for search engines. The core value of a search engine is to return the most relevant search result based on the search query.

This is where Google or Bing or Baidu go through their petabytes of data to find the most suitable website and return it as a search result to us.

The Multi Million Dollar Question!

How Does Search Engine Determine Which Website To Show?

The Wild Wild West!

Remember the 90’s and early 2000? This is the Wild Wild West of search engines! Back then, it is easy to game Google and the rest. The name of dark art is called “Keyword Stuffing”. A webmaster would only need to fill the webpage with keyword heavy nonsense and viola! The website will pop up on page 1 of search result.

# Example Of Keyword Stuffing

Then Google and cos starts to retaliate. Search engine providers introduce search algorithm update to combat the dark art. That’s when concept like “keyword density” and “human readability” are introduced. With the implementation of new algorithm, many of the spammy sites were gone.

Later, search engine providers decide that it is important to have backlinks and use it as a signal to determine ranking. So webmaster start to accumulate mountains of backlinks to their website. Which lead to Google, Yahoo and Microsoft collective effort to fight link spam.

Truth: Search Engine Providers are constantly experimenting and introducing new ranking factors in order to provide the best search result.

Google’s Top 3 Search Ranking Factor

Does it means if you have great content, couple of backlinks and follow RankBrain guideline then your website will be on top of the search result?

Hold your horse!

Jim Rohn once said

“Success is neither magical or mysterious. Success is the natural consequence of consistently applying the basic fundamental.”

Jim Rohn

In order to stand out among your competitors, you should start by applying SEO fundamentals.

SEO Fundamentals #1: On Page SEO

Onpage SEO is the practice of optimizing your website both in terms of coding structure and user friendliness so that you are able to rank higher on search result. In short OnPage SEO means fix the sxxt out of your website for SEO. However, there are thousands of factors that will affect your ranking. So which are the important ranking factors?

Onpage SEO Ranking Factors

SEO Friendly URLs

Keywords in Title

Wrap title with “h1” tag

Wrap subtitle with “h2” tag

Add image with alt tag

Fast site speed

Mobile friendly

Add meta title and description

Quality Content

Use LSI Keywords

Add share buttons

Use inbound links

Use outbound links

These are some of the important onpage seo ranking factors which seo specialist malaysia would apply. Which means if you are able to apply above fixes to your site, you are already better than 80% of your competitors.

A bit too much to swallow? Follow our Onpage SEO for WordPress – Complete Guide
Still don’t understand? Click here to have a better idea.

SEO Fundamentals #2: Off Page SEO

Off page seo or off site seo are the activities taken outside of your own website in order to rank higher in SERPs.

Optimizing for off page seo factors is the process of improving search engine (Google) and users (Human) perceptions of your website’s

The most important subject in off page SEO is non other than link building.

Link building is a process of acquiring links to your website. As you get more links, Google will take is as a signal that other websites is “vouching” for your website. Which translate to popularity, trust, relevancy and authority.

The Singing Competition (SEO Malaysia’s Version)

All those singers are aiming for the ultimate prize – The Champion. In their quest, there are 2 very important things they have to do.

Task 1: Train to be a better singer
Task 2: Put up a show to get the most votes

If they did both with flying colors, they’ll be the winner. It’s that simple!

SEO is very similar to a singing competition. As a website owner, you want to optimize your on page SEO (train to be a better singer). And once you did that, you work on your off page (get votes). Once both are in place, you’ll rank on Google First Page.

See the resemblance? I hope this metaphor give your better picture of search engine optimization.

Why Is Search Results Important To Your Business

Did you notice that most people google for answer? Be it food, services, products, location… we ask Google anything when we’re in doubt. We’re looking for answer, recommendation, reviews, how to guide, solutions… The best part? Google always has the answer. And it keeps us coming back.

Important Stats

21.93 millions internet user in malaysia.

97.11% of malaysians uses Google as their search engine.

5 Billion searches are performed everyday. Worldwide.

79% of the search engine users click on organic search result.

Leads from Google organic result has a 14.6% closing rate.

Let’s start with the muslimah market. Notice that there are 12,100 searches per month for the keyword “tudung”?

What about “food delivery” frenzy? Are you missing out on the opportunity?

Even for service based business, notice that there’re 390 targeted location search for “pest control kl”?

Yes, we Malaysians are kepo. (In a way it shows we care about our country)

#DISCLAIMER – All Search Volume is based on Malaysia as target country.

We won’t say SEO is suitable for every business. But if you see your competitors on Google or Google Ads, It’s safe to say you’re lagging behind.

What’s Next? Actionable SEO Plan!

Now that you have a better understanding of SEO we suggest you do the following.

Your’re new to SEO

Start of with

keyword research

competition analysis

to see what are the keywords you should rank for to give your business a boost.
Then work on your website to fix the onpage seo issues. Finally, work on your offpage SEO.
Check out our 8 Step Action Plan and use it as a blueprint.

You’re doing SEO but not seeing any results

SEO needs time, so evaluate your progress before you jump to any conclusion.
Check back what’s you’ve learn and compare to your current SEO work. See if there’s anything extra which can be done.
Make sure you’re not doing any Blackhat SEO

Let us know if you need help.

You’re ranking well

Congratulation! We’re happy that you’ve put in the hard work and is reaping the rewards.
Please audit your website and fix whatever possible. It might give you some extra ranking bump.
If you’re willing to go the extra mile, put in some effort to you Google Plus (Local SEO Malaysia). You might just show up on Google Map recommendation.
And remember SEO is an ongoing marketing campaign, so keep up the good work!

Now It’s Your Turn

Phew! That’s quite some work we put into this guide and we hope you enjoyed it.

Now we would like to know what you have in mind.

What’s the #1 SEO Tips you will implement?Did we help you to understand SEO better?

If you think this guide is helpful, go ahead and share it.If you have anything to share or questions, leave a comment below right now.